These "reward seeker" types were more than twice as likely (27 percent) to say their smartphones are very important for accessing news. Among the "threat avoider" types, only 12 percent felt that way. Something to think about when planning the content for your mobile apps -- be sure there's room for the happy, fun, rewarding news and information.

For what it's worth, the study found reward seekers were also "significantly more likely to comment on, recommend and share online news stories than threat avoiders" and "tend to be aged 22-45 and are more likely to be male."